TY  - ADVS
AU  - Kimmel,Alan J.
TI  - Word-of-mouth communication and opinion leadership
T2  - Why we buy : understanding consumer behavior
PY  - 2013///
CY  - London
PB  - Henry Stewart Talks
KW  - Communication in marketing
KW  - Communication
KW  - Technological innovations
KW  - Social aspects
KW  - Consumer behavior
KW  - Internet marketing
KW  - Marketing
KW  - Case studies
KW  - Management
KW  - Online social networks
KW  - Oral communication
KW  - Public opinion
N1  - Animated audio-visual presentation with synchronized narration; Title from title frames; Contents: The power of consumer-to-consumer influence -- Case examples: Hush Puppies; The Hunger Games -- Defining word of mouth (WOM) -- Online vs. offline WOM -- Customer reviews -- What consumers are talking about and to whom -- Consumer influencers -- Opinion leadership process -- Means to identify influencers -- Converting consumers into advocates -- WOM motivations; Access restricted to subscribers
UR  - http://hstalks.com/lib.php?t=HST164.3367&c=250
UR  - http://hstalks.com/lib.php?t=HST164&c=250
ER  -